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引用次数: 0
摘要
如今，商业广告是不可避免的。他们陪伴我们在日常生活中。它们旨在激励人们为广告商的利益做一些具体的事情(Janich, 2013)。关于广告中的语言功能，已有大量的研究。然而，对商业广告中语言功能的研究却很少。Supriyono(2015)基于Hymes and grumperz(1964)的语言功能理论，对Mizone fresh在电视广告中的语言功能进行了研究。Lestari(2018)还基于Jakobson(1960)研究了2016年和2018年发布的20个美宝莲广告中使用的语言功能。本文以德国超市电视广告为研究对象，对广告的语言功能进行了进一步的研究。结果表明，广告中强调了参考功能。
Language Functions in German Supermarket TV Commercials
Commercials are unavoidable these days. They accompany us in everyday life. They are intended to motivate people to do something specific in the interests of the advertiser (Janich, 2013). There are plenty of studies conducted to examine the language function in advertisements. However, only few studies have been undertaken to investigate language function in commercials. Supriyono (2015) has conducted a study on language functions found in Mizone Fres’in TV Commercial based on Hymes and Grumperz’s (1964) theory of language function. Lestari (2018) has also investigated language functions, based on Jakobson (1960), used in twenty Maybelline commercials published in 2016 and 2018. Particular commercials were further studied in the present research, German supermarket TV Commercials, and which language function was emphasized. The results showed that the referential function was emphasized in the commercials.
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